In this episode of Chat With Sean, I’m joined by Eli Schwartz - growth advisor, SEO strategist, and author of Product‑Led SEO — to unpack what really matters as search settles into an AI-driven “new normal”.

We explore why top-of-funnel SEO is fading, why that’s not a bad thing, and how mid-funnel search is becoming the most valuable battleground for brands. Eli explains why AI isn’t killing SEO, but removing low-value content, forcing businesses to compete on real signals like trust, reputation, customer experience, and genuine demand.

We also dive deep into E-E-A-T, why it’s widely misunderstood, how AI systems evaluate credibility more like humans do, and why you can no longer “fake being the best” - you either deserve visibility or you don’t. From personalised search and AI-driven decision moments, to annual SEO planning, measurement, and why Google Search Console remains the closest thing to a source of truth, this conversation cuts through noise and focuses on what will still work in 2026 and beyond.

Topics covered include:

- Why AI is creating a new search normal (not an apocalypse)

- The decline of top-of-funnel SEO and what replaces it-

Mid-funnel search as the real growth opportunity

- Personalised search and what it means for marketers

- E-E-A-T, trust, and why credibility can’t be faked

- How AI evaluates authority like a human would

- Real-world signals that matter for AI visibility

- Why PR, reputation, and product matter more than tactics

- The pizza shop analogy for focused SEO strategy

- Google Search Console vs third-party SEO tools

- How to build a realistic annual SEO plan

Connect With Eli - https://www.linkedin.com/in/schwartze/

https://www.productledseo.com/2026 Digital Marketing Predictions Blog - https://www.searchwithsean.com/post/digital-marketing-trends-2026-what-the-experts-are-saying